When faced with the daunting task of prompting Kiwis — the largest international tourist group to Australia — to venture beyond the well-known and -loved East Coast metropolitan destinations, Tourism Australia teamed up with Fairfax Media to create a multi-platform, integrated campaign, covering bespoke co-created content, traditional advertising, promotions, and audience engagement.

The campaign tapped into reader behaviour, offering readers a chance to share their own travel gems and tips with fellow travelers, and to continue to be inspired by trusted editorial travel aficionados.